Category Archives: Differentiation

Marketing is Fun, Differentiation is Hard. Part 3 of 3.

This is the final post in a three-part series this week on marketing differentiation.

Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!

Part 2 featured European hotel brand Mama Shelter, and their USA launch in Los Angeles (Redefining the Boutique Hotel Experience for an American Audience).


In this final installment, we’ll take a look at the Jewish National Fund (JNF). Why did a nonprofit best-known for planting trees in Israel participate at this year’s South by Southwest® (SXSW®) festival?

Kosher Carne - JNF at SXSW 2015

“Meet Me at My Place” or Create Experiences Where Your Customers Are

It’s a common marketing desire:  How can we broaden our reach and attract new customers? Continue reading

Marketing is Fun, Differentiation is Hard. Part 2.

This is part two of a three-part series on marketing differentiation.

Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store).  The innovative idea propelling this new venture:  shoppers can taste every bottle before buying!

Today, in Part 2, we take a look at global hotel brand Mama Shelter, and how its founders are putting a different spin on the US boutique hotel business.

Credit: Mama Shelter.

Credit: Mama Shelter.

 

 

Redefining Boutique Hotel Experience for an American Audience

The Mama Shelter hotel brand is an example of both marketing differentiation and a global-brand applied geographically. Continue reading

Marketing is Fun, Differentiation is Hard. A 3-Part Series.

Marketing is fun – and hard work.

It’s the latter part that’s not always so obvious.

I remember a former colleague who sought a cross-functional transfer from technical product management into global marketing.  I asked why.  Her response:  marketing is more fun.

Yes, marketing can be fun, but like the rest of business, it’s also a serious challenge.  Non-marketing observers may not realize all the hard work and preparation required to achieve success.

Which leads to the focus of this post – marketing differentiation.  It’s hard to do.

To stimulate your thinking, I have three new examples to share.  Note how the idea of “customer experience” is central to each marketing story.

And, I’m experimenting with something different myself to provide a better reader experience:  short, one-example posts on three consecutive days.


Part 1:

User Experience Innovation Creates New Kind of Wine Store

https://twitter.com/TasteWineCo/status/616788732751032320 Continue reading

Texas Bus Company Caters to Fed-Up Air Travelers

You might think the bus transportation business – and bus operator marketing – are boring.

That’s the wrong answer in Texas, where a new company offers a unique transportation option to fed-up Lone Star State travelers.

Credit: Vonlane.

Credit: Vonlane.

Vonlane puts a smart-differentiation twist on the old-fashioned bus ride.  It’s a reminder that when you think like an end-user, you may find a path toward commercially successful differentiation.

Vonlane demonstrates, at least sometimes, that what appears to be a commodity product or service doesn’t have to be the same as everyone else. Continue reading

Customer Treats: AMC Transforms Movie-Watching Experience with Power Recliners

Our strategic objective is very straightforward: we intend to be the customer experience leader. (AMC Theatres)

As a customer, it really is fun when your expectations are completely blown away.  That’s what happened when my Dad and I went to the movies last week.

AMC Theatres Logo

Logo: AMC Theatres.

You see, the Military Capital of the American Revolution has a new, state-of-the-art movie theatre complex.  In early May, AMC Theatres completed a total transformation of its 40,000 square foot Headquarters Plaza 10 in Morristown, NJ.

Anyone who remembers the theatre under previous ownership will be pleasantly shocked. However, it seems to be mostly a secret.  More on that in a moment.

Transformation Features Power Recliner Seats

The entire complex has been given a total makeover:  new theatres, concession areas, bathrooms and lobby.  The transformative highlight is the installation of comfortable, power recliner seats, in AMC red of course.

Continue reading

Razor Battle is On! 800Razors.com Challenges Dollar Shave Club and Gillette.

Photo:  800Razors Facebook.

Photo: 800Razors.com Facebook.

At first glance, it would be easy to conclude that 800Razors.com is just a Dollar Shave Club copycat in the nearly $2 billion razor cartridge category.

But that would be wrong.

Let’s quickly set the stage for this discussion.

Category leader Gillette built a strong business via a decades-long, continuing series of product innovations that support a premium-price strategy.  They kept some of the older models as part of a tiered product/pricing assortment for consumers.

An opening existed for a competitor to deliver a high-quality blade at much lower cost, and it came via a new business model.  Dollar Shave Club (DSC) emerged as a disruptive player in 2011/2012, getting wide notice with a wacky video featuring its founder.  Its online, recurring monthly sales model (“club”) took dead aim at the category giants selling through traditional retail channels.

Photo:  Dollar Shave Club website.

Photo: Dollar Shave Club website.

Then, in 2013, 800Razors.com joined the fray, building off the DSC approach while incorporating significant go-to-market differences:

Photo:  800Razors.com Facebook.

Photo: 800Razors.com Facebook.

  1. Buy Only When You Want.  800Razors allows single purchase. Dollar Shave Club does not.  It’s an important difference because it removes a potential obstacle to trial.  For example, I’ve thought about trying DSC but didn’t want to sign-up for regular monthly deliveries. Continue reading

T-Mobile Creates Ticked-Off Parents to Sell Global Travelers

It’s bill-shocked Mom and Dad versus globetrotting son Jeremy in T-Mobile USA’s smart, new, integrated marketing campaign.

The message comes across loud and clear, but there’s some doubt whether T-Mobile can deliver a positive customer experience.

Photo: T-Mobile website.

Photo: T-Mobile website.

The wireless provider is touting its plan that saves users on international data service charges:

“With the Simple Choice Plan, each line comes with unlimited talk, text, and data while on our home network—and starting October 20, unlimited data and text in over 100 countries at no extra charge.”

The marketing campaign includes television advertising, a dedicated website, social media interaction, a contest to win a trip around the world, and airport communications.   There is also a companion effort in Spanish.

Photo: T-Mobile YouTube.

Photo: T-Mobile YouTube.

What stands out, though, are the TV ads.  

Give T-Mobile and its creative partners credit for coming up with an advertising idea that both gets attention and communicates the service benefit.  There’s no “did you see that great ad, but I don’t know the company” here. Continue reading